Spirits trends to watch in 2021

4th January, 2021 by Nicola Carruthers

Digital drinking

The online world has undeniably become a core focus for spirits firms during Covid times. In 2020, we saw brands leverage their digital and social media strategies to retain drinkers and attract new fans virtually by creating content such as interactive cocktail‐making workshops, tastings and distillery tours. Now that firms have had to really take a new perspective to connect with drinkers, there will be more attention placed on the online space as brands debut their latest products.

Many in‐person events were also forced to head online in 2020, including Tales of the Cocktail, Bar Convent Berlin and The Whisky Show. The perks of going virtual include the ability to tune in from anywhere in the world and hold meetings digitally. Throughout 2021, it seems inevitable this will continue.

Brands will also seek to invest in the alcohol e‐commerce market. The US is forecast to overtake China to become the world’s largest online alcohol market by the end of 2021, the IWSR Drinks Market Analysis has predicted.

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